HungryHobo comments on Call for information, examples, case studies and analysis: votes and shareholder resolutions v.s. divestment for social and environmental outcomes - Less Wrong Discussion
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Very clearly put.
Some companies (like up until recently Apple) didn't pay much in the way of dividends but instead pumped money back into company growth to try to increase the value of their shares. I think this may have been the kind of gain gjm was thinking of where you buy hoping the value will increase rather than banking on the company handing out good dividends.